Bruno GODEY is Full Professor of Marketing at NEOMA BS (Rouen campus). He holds a PhD in Management Sciences, specialising in Marketing. He is a member of an international research team with whom he regularly publishes in academic journals (Journal of Business Research, Psychology & Marketing, Electronic Markets, International Journal of Retail and Distribution Management...) and international conferences. In recent years, he has successively served as head of the Marketing Department, pedagogical head of the Objectif Manager programme (executive education) for the Rouen Campus and faculty coordinator. He has just taken over as head of the Bachelor in Service Management. This new programme based on French excellence includes three specialisations: retail with EC@L, gastronomy with Fauchon, and hair and beauty with L'Oréal.